Mountain Dew is reviving a popular tagline, “Do the Dew” in a new global marketing campaign. TV spots feature an Olympic snowboarder and a professional skateboarder who do all things awesome in the ads.
This article gives us the details including that soda has become a tougher sell with U.S. consumption dropping for 10 years in a row.
The “Do the DEW” campaign features two creative films—for traditional and digital viewing and sharing—where ordinary “ingredients” paired with a bottle of DEW create the perfect recipe for a good time. “Fireboard”—starring professional skateboarder Sean Malto—sparks a beach bonfire with a trick and twist. “Directions” follows Olympic snowboarder Scotty Lago and his birdseed trail from the snowy caps of Canada to a lively, mountain base bash.
http://youtu.be/fXxeEuz7Xxs
“Do the DEW is more than just an advertising slogan for Mountain Dew—it represents the attitude of a community that really seeks to live life authentically,” Simon Lowden, CMO of PepsiCo Americas Beverages said when announcing the campaign. “True to what DEW Nation has come to expect from DEW, we created the content for this global campaign with authenticity as our filter, and we can’t wait for our fans to have a damn good time with it.”
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